Strategic Analysis of Adnams - Case Study

ORGANISATIONAL
STRATEGTY

Table of Contents
INTRODUCTION...........................................................................................................................1
Case Study...................................................................................................................................1
Key challenges within external environment..............................................................................1
Aspects of internal business analysis..........................................................................................3
Strategic options and directions for sustaining future growth....................................................5
Recommendations for development of company in next 10 years.............................................5
CONCLUSION................................................................................................................................6
REFERENCES................................................................................................................................7
REFERENCES................................................................................................................................8

INTRODUCTION
Organisational strategy can be termed as the alignment of company's course of action and
decisions with the long term goals. This provides assistance to an entity in gaining a strategic and
competitive edge in market place (Willis and. et. al., 2017). The present report is based on
strategic analysis of Adnams which is a medium sized brewery situated within Suffolk, England
and found in the year 1872. This assignment consists of key external challenges along with
internal business analysis. Further, it comprises the discussion upon strategic directions and
options available to the respective company to attain sustainable future growth. Lastly, the
recommendations to carry out development of entity over next 10 years are given.
Case Study
The core operation of Adnams is ascertained to be brewery yet the revenues associated
with beer are constantly reducing. Looking upon this, the entity is carrying out diversification
and differentiation by strongly focussing upon narrow niche market places with a view to gain
competitive advantage (Omotayo, 2015). This is being done because this organisation can neither
compete with macro-breweries nor micro-breweries. This tends to create sustainability issues for
the company making niche market their target location.
Key challenges within external environment
The external environment of a business organisation consists of a number of factors
which need to be continuously analysed by the company in order to stay ahead of the competitors
in market place. In this regard, Adnams face a number of challenges within the external
environment that pose a threat for its existence in market place. Such challenges are described as
follows:-
Political
The government of a nation has a prominent role in deciding the manner in which
brewing industry carries out its operations. The increasing negative publicity in relation to the
“binge drink culture” within the confines of United Kingdom has led to the government taking
strict course of actions in response to social behavioural pattern (Heffernan and. et. al., 2016).
The present proposals of UK political system aim at dealing with the misuse of alcoholic content
by executing a number of punitive taxes as well as legislations. This has consequently led to a
rise in cost load upon the concerned industry as well as consumers. Further, the inflating
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